Tuesday, December 13, 2005

Making Newsletters Work Harder

Every business seems to have a newsletter. Few have any news. And fewer still contribute to business growth. Most aren’t opened or read..


Most firms exert too little effort and have too little valuable content. Too much of the writing, design and strategy is done by rote. And while a monthly or quarterly e-mail “ping” might momentarily spark brand recognition or awareness it rarely provokes inquiries or engagement.

The premise behind creating a newsletter is still valid. A well crafted newsletter can establish a brand’s positioning; educate customers and convey thought leadership. It can also prompt and qualify leads, if and only if, best practices are applied.

Here’s the list of newsletter best practices:

Have recipients determine frequency, medium and content preference.

Track readership and serve content based on reader preference.

Customize where possible. Abandon a one size fits all approach.

Offer incentives for pass-along. Solicit ideas and input.

Accentuate your point of view, key executives or products

Aggressively seek interaction. Make it clickable and easy to respond.

Be personable. Write in real rather than corporate nonspeak – blog style

Address industry r competitive issues head on.

Make it fun.

Include a call to action. Give readers something to do in response. Think of your newsletter as an element in an on-going converesation


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